GOLDEN Arches Restaurants Sdn Bhd, the local operator of McDonald's restaurants, plans to double sales in four years, leveraging on its just launched three-year i'm lovin' it campaign and the opening of more outlets, said executive vice-president Ng Su Onn.
He declined to reveal the company's sales but said: We have 26% share of the local QSR (quick service restaurants) market, which is currently worth about RM1.4bil a year.''
Ng said this after the launch of the i'm lovin' it campaign in Kuala Lumpur yesterday.
He said the company would be undertaking both above- and below-the-line advertising and promotional activities, and use various media for impact.
McDonalds restaurants, mainly sited in the Klang Valley and major towns, would imbue the i'm lovin it essence into their advertising, promotions, public relations, restaurant merchandising and overall brand communications initiatives, he said.
All McDonald's restaurants will go through a re-imaging process, which will be done in phases beginning this month. We are looking at renovating 10 to 15 outlets a year,'' Ng said.
He also said Golden Arches, which currently operates 154 outlets nationwide, planned to have 162 outlets by the end of this year. Next year, it plans to open up to 15 outlets.
He added that Golden Arches had been spending 8% to 10% of its revenue on advertising and promotion.
Meanwhile, Golden Arches chief executive officer Mohamed Shah Abdul Kadir said the key to the i'm lovin it campaign was the five new high-energy TV commercials shot in 12 languages and in a variety of locations including the Czech Republic, Brazil, South Africa and Malaysia depicting how consumers around the world feel about the brand and the way McDonald's fits into their lives.
The TV commercials will commence today, in English and Mandarin, while the Bahasa Malaysia version will follow next month. Other advertising forms include print, post card, outdoor and for the first time on cinema screens.
While US pop superstar Justin Timberlake sings the global i'm lovin' it commercials as well as appears in cameo roles throughout the campaign, McDonald's Malaysia has closed a deal with local pop group Too Phat and Taiwanese artiste Leehom to sing the Bahasa Malaysia and Mandarin versions respectively.